Your app can be a great way to stay connected and front of mind with your customers during isolation. It is important that any activity you put on your app is supported by marketing across all of your channels - social, website, and email marketing.
Below are some ideas to help stay engaged and relevant.
Driving traffic (responsibly)
With essential shopping permitted and certainly required during this time, the app can still assist in getting customers to your centre over other alternatives in your trade area. Below are some ideas to utilise the app in this scenario:
Increase the usual entry points you provide to incentivise customers coming to your essential retailers.
Setup bonus points for shopping at your essential retailers, and any other retailers who remain open. Send a push notification out to alert your customers.
Create a segment of users who have made a purchase in the past week. Setup an offer that is relevant to them and adds value to their next visit. This could be a free coffee, buy one get one, or a percentage off (whatever suits your demographic best).
Again, creating a segment, you can make competitions available only to those who have visited the centre recently, to reinforce their decision to come to your centre for essentials. Competition prizes can range from gift cards, at home activity packs for the family, or anything else you think will appeal to your audience.
RETAIL OFFERS TO SUPPORT THOSE RETAILERS STILL TRADING
Rewards should be tailored now to promote those still open. With many food retailers relying on delivery services and high charges associated, speak with your foodies and ask them if they can apply a flat discount for app users (say 10-20% off for pick up orders). Promote with a push notification. Within the offer description, you can add in information about safe practices when collecting food.
If budget permits, print DL flyers promoting the app and special offers, and get each retailer to add into their bags (including food delivery app orders). This will drive app awareness, promote your trading retailers, and incentivise ordering direct next time.
RESERVED PARKING FOR APP MEMBERS
With Centre's seeing reduced traffic, you can save the best parking for app members. Use temporary signage "Reserved for Rewards Members" and include a CTA to download the app (this may be difficult to monitor, but adds a nice sentiment to your loyal customers).
QR CODE HUNTS FOR SPENDING WITH A RANGE OF RETAILERS
For example - eat from all of our food retailers in April and win. Setup a QR hunt, and print QR codes for each retailer. If pickup, the customer can scan the QR code, if delivered, get the retailer to place the QR code in the bag. When a customer has scanned all codes, they get an instant win prize, or can be entered into a draw to win a gift card or other prize.
Engaging Customers at Home
The app can also help you engage with customers while they are in isolation.
Continue to run competitions, and make the prizes collectible from the Centre. If Centre Management it closed, you can include a statement that prizes will be collectable once notified.
Competitions can include simple enter to wins, running monthly, or spot daily chances to win (EG: 48 hr competition. The best answer to the question, "How are you best spending your time in isolation?" wins!).
You can also trigger special at home scratch and wins. Create a new QR code, and make this available on social media, your website, or sent in an EDM. Customers can scan it once a day for an instant chance to win.
DAILY GIVEAWAYS TO APP MEMBERS
Send small rewards to customers, just for being app members. Send a weekly push notification with the winners mentioned, and email the winner directly. This is a good measure to keep your app on customer phone's during a period of reduced activity.
QR CODE HUNTS AT HOME
Create a QR code hunt that customers can do at home. You can theme these as you wish (some thought starters include animals with educational facts, simple numbers to find, find the planets in the solar system), and make the artwork downloadable from your website. For those with kids at home, carers can place them around the house/yard for the kids to find and scan. You can include prizes, chances to win, or keep it purely activity based.
Use push notifications to keep customers informed about Centre updates during this time. Make sure you don't over-send info, but if something relevant and important needs to be communicated, a push is a great way to reach customers directly.
For more ideas or support, please get in touch with us at firstname.lastname@example.org. We're here to help you through this period.